Although Rostelecom is a company founded on high-tech products, it serves actual people, and wants its brand to perceived as "modern, bright, warm, sensitive and Russian".

The new symbol for the company can bee seen as an interpretation of an ear as well as of the Cyrillic letter Р, the first letter in the name of the company and the country where it operates. The dark blue colour of the previous identity is replaced by brighter gradients. The main corporate version of the symbol is blue and orange, but there are a bunch of colour variations that represent different services.

﻿Although the offical revealing took place yesterday, it has been known that Rostelecom was about to rebrand since last spring, and the "ear" symbol had already been previewed on billboards around St. Petersburg for a couple of weeks.

A bunch of examples of the new identiy can be seen below, after the jump.

Typical branded ad template.

These four conceptual patterns show the versatility of the symbol.

A few mock-ups of the identity applied to stationery, liveries, signage and other items.